4 Pharma Marketing Moves to Make in 2024; Turnkey tactics to make before third-party cookies go away
As the industry faces the depreciation of third-party cookies, pharma marketers and ad agencies are looking for new ways to effectively target diagnosed patients. Here are four tactics that can be launched in-market within a matter of weeks that allow brands to engage patients where they are – patient communities. Your ads positioned around relevant and engaging content and the ability to leverage our zero-party data to reach diagnosed patients both on and off platform. For a quick overview of zero-party data tailored to pharma marketers, watch our 30-second video.
1. Microinfluencers Make a Macro Impact
It’s not about Kim Kardashian or other celebrity influencers when it comes to social marketing for a chronic condition. It is now about microinfluencers — real people, without personal concierge physicians and international fame, figuring out how to manage life with a chronic condition.
The MyHealthTeam microinfluencer program is an end-to-end solution — from identifying, sourcing, and training the influencer to giving them a huge audience on our active, condition-specific social media networks. Pharma advertisements sit appropriately and respectfully above and around the content to which influencers are driving conversations and traffic.
Sometimes, these microinfluencers have reached inspiring heights. For example, MyLupusTeam enlisted Olympic gold medalist and World Cup soccer player Shannon Boxx for such a program. She shared her story and struggles with managing lupus while embarking on her professional soccer career and gaining international fame. That campaign resulted in very high engagement rates, almost triple the industry standard.
2. Breakthrough Conversations Brings Medical Experts to the Masses
Sometimes you need to make patients aware of a condition they may have and make them feel more confident about going to a doctor for a diagnosis. As time spent with digital video surpasses time spent with linear TV among adults in the United States, online video is an increasingly powerful tool to provide that education and build brand.
Breakthrough Conversations is a video solution that merges advice from medical professionals with animations and/or explanations of the condition and provides coaching on how to have productive discussions with your doctor. When patients report having an average of five minutes of talk time with their doctor, a video series like this helps bridge that information gap.
Not everyone has access to specialists in their condition. With Breakthrough Conversations, our pharma partners help bring the leading medical experts to the masses. Our expert editorial and video team provides a turnkey solution.
3. Member Portrait Video Series Connects Emotionally With Diagnosed Patients
“Give your MS a different name. Don’t let it have power over you. It’s not fair to you,” explains LaTasha, a MyMSTeam member and subject of a member portrait video series. She says that by naming her condition, she can live her life more fully and optimistically. It’s not that she’s having a bad day, it’s that “Mr. Sam” — the name she gave her MS — is having a bad day. Patient engagement with stories like LaTasha’s is extraordinary.
Heartfelt, genuine videos like these receive three times more attention than those with little to no emotion. They make it real, bringing actual MyHealthTeam member stories forward with authenticity, honesty, and an emphasis on emotive storytelling.
Each video is designed to resonate with people who share the same condition. This is achieved through an analysis of social listening data that helps to identify themes for a meaningful story arc for each series. When you advertise around a member portrait, you demonstrate your caring for the whole patient and begin to build an authentic connection between your brand and the patient community.
4. Partnering on a Social Network in Your Therapeutic Area Engages Patients
Did you know that 22 of MyHealthTeam’s 52 patient social networks began with one of our pharma partners asking if we would launch a social network for a new condition they wanted to address? From IBD to SMA, leukemia to seb derm, food allergy to pulmonary hypertension — each of these websites was sparked by a client’s interest. Some partners have collaborated with us to launch social networks on three or four different conditions, covering large parts of their portfolio.
MyHealthTeam builds, owns, and operates these social networks and takes full responsibility for making them thrive and grow. We create all the medically approved content on the social network and ensure that our members’ privacy is sacrosanct. In return, our pharma partners can engage patients in research and advertise in front of exactly the right patients at the right time. It starts a virtuous cycle that enables us to reinvest in resources for the community as it grows to serve hundreds of thousands of patients.
Take a look at our 52 social networks to see if we have a community for your target condition. If we don’t, reach out to partnerships@myhealthteam.com and learn about partnering on a new one!
In Summary
To reach patients you have to advertise around content that features real patients, the physicians they trust and identify with, and the questions and answers they have every day. And leveraging zero-party data will continue to provide a way for you to reach the right diagnosed patients with your marketing even after third-party cookies go away. To see how your brand could benefit from engaging and supporting patients, please email us at partnerships@myhealthteam.com.